초고속 인터넷 서비스 가입자의 고객 충성도에 관한 연구

This study explored customer loyalty as well as switching intention for high speed internet service. Prior researches were likely to focus on the corporate brand and service for customer in respective of social contribution. This research considered the high speed internet service in domestic, and focused on the effects of the corporate brand that is affected through its financial ability and brand awareness. This study, also, considered concrete product image as well as abstract corporate brand. Product image considered concrete index such as internet speed, price, and discounting etc. Service for customer also considered security, kindness of employee, and satisfaction for service center etc. In results, the major factor for customer loyalty was corporate brand, but service and product image did not get in statistical significance. This result said the difference of consumers' perception for service and product of high speed internet providers is trivial. So, high speed internet providers are needed to focus on the promotion for their corporate brand.